Shoppers choose food prep gloves for their superior materials and comfort, yet some were starting to favour cheap and nasty alternatives—neglecting the benefits and quality drivers that put Vileda ahead of the rest.
With shoppers less focused on food safety and cross contamination than previous years, it was high time for a healthy reminder.
While the customer’s intentions were right, we needed to create a stronger connection between the product and their responsibility, independence, and empowered choice.
This clear and simple call to action played into the emotional drivers and family responsibility felt by the customer, as outline in customer research.
Across broadcast video, social channels, digital, OOH, and shopper media, the campaign gave the customer a confident perspective of better home hygiene, using better gloves. In the process, we highlighted both the emotional and rational reasons for wearing gloves, proving that the two are not mutually exclusive-all while delivering a tasty product demonstration.
Through our concept development process, we put a strategic focus on empowerment, family responsibility, and confidence in the kitchen to align with customer insights. The idea worked as both a bold headline and strong call to arms for lapsed shoppers.
We chose a POV technique to help bring the customer into the communications, and create an intelligent, modular suite of assets that could be suitably adapted for the wide asset rollout.
Across post-production and asset creation we delivered an integrated suite of channel-specific campaign assets, designed with delivering the combined emotional and rational reasons to choose Vileda over cheaper alternatives.